How To Optimize Your Amazon Product Listings
Written by: Ryan Flannagan

As an online seller, you have identified Amazon as the best platform to sell your products. There are many reasons why this is the case. It is the world’s biggest online retailer, it has hundreds of millions of customers each month, and the Amazon brand is respected.

There’s just one problem: you’re not the only one who knows about these advantages.

Millions of sellers have made Amazon their base of operations. That means there’s plenty of competition – even in the most obscure niches. As a result, to give your brand the visibility it needs to stand out from the crowd, it’s imperative you perform Amazon product listing optimization.

Fortunately, there are various approaches you can take to improve your Amazon product listing optimization. To set you on the right path, we have listed the key steps to take to improve your Amazon product listings.

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Select Relevant Keywords

For Amazon product listing optimization, the first place to start is with keywords. Keywords are an essential component of any Amazon product listing. They are a way for potential customers to find your products via relevant search terms. Organic traffic is key to enhancing your product ranking, so you want to incorporate as many keywords as possible that are relevant to your item. This way, you maximize the opportunities it will show up in search results.

There are numerous tools available to perform keyword research. With the right keyword research tool, you are able to find a wide selection of popular search terms and long-tail keywords, ones that are trending and currently in favor with customers searching for similar products.

It’s also recommended to add backend keywords to each listing. As the name suggests, these keywords are hidden from view – but they give Amazon an even greater idea about what search terms are relevant for your listing. With backend keywords, avoid punctuation and repetition, and try to use different spellings and variations when possible.

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Refine Your Product Titles

To optimize your Amazon product listing, there’s nothing you can overlook. This is the case with your product titles. You may believe there’s nothing wrong with your titles as they are, but small changes can make a massive difference.

One point you want to avoid is overloading your titles with as many keywords as possible. You don’t have long to capture the attention of potential customers, so you want to keep things short and snappy. Select one or two primary keywords. Incorporate these organically and try to avoid going above a 100-character limit.

High-Quality Imagery

Amazon product listing optimization cannot be achieved without the use of high-quality imagery. In fact, images are the single most crucial element in any listing. If there’s no product image, there’s no sale – simple as that.

Also, don’t forget the emphasis on high quality. If you use blurry, amateur-looking images, this isn’t going to reflect well on either your products or brand. At the very least, you need a clear picture with a white background to show the product in all its glory. Fortunately, with the power of smartphones – and a little tweaking with Photoshop – it’s easy to produce professional images on your own.

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Include a Video

In the current Amazon marketing evolution, you’ll have seen more and more products featuring a video as part of their listing. This video is situated alongside your images in a product listing, and it can be the key to convincing potential buyers to make a purchase.

There are various paths you can take when creating videos. Instructional, demonstrational, a slice of fun – the one you select is generally dependent on the product you’re selling. Either way, try and keep the video less than a minute long and make sure it highlights the features you want to showcase most.

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Compelling Product Descriptions

The product description isn’t just a place to house your keywords. In its role for Amazon product listing optimization, it can be the final piece of the puzzle that gets someone to click that “buy now” button. The images, video, and title might have drawn them in, but the description can supply them with the information that seals the deal.

Firstly, ensure you make full use of the five featured bullet points that reside at the top of the page. These are excellent for highlighting the features and benefits of your products. As for the rest of the description, go with informative and engaging copy to optimize listings.

If the option is available for your business, it’s highly recommended you also incorporate the Enhanced Brand Content tool. This is an extension of the standard product description, allowing you to add details about your brand – with the inclusion of logos, additional images, banners, headings, and text boxes – and further captivate customers and sell them on your business.

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Generate Customer Reviews

It doesn’t take an Amazon marketing agency to tell you the importance of product reviews. They play a vital role not just in how they rank in search results on Amazon, but they also give your products social proof. Before making a purchase, potential customers will tend to read reviews to see if the product is the real deal.

While other aspects of Amazon product listing optimization are largely in your hands, gathering positive reviews is a different story. However, there are several solutions available to push for reviews and ratings, and these range from including a “Thank you” card with your products to using Amazon’s “request review” option.

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Monitor Pricing

Amazon product listing optimization goes beyond content and reviews. Even with the best Amazon marketing strategy, you will struggle to shift your items if they’re not competitively priced.

Due to this, you have to regularly check to see if your products are similarly priced compared to alternative options. You don’t necessarily require the cheapest prices – although it does help.

For true Amazon listing optimization, it is also advised your products are Prime-enabled. This way, customers are assured they can get your goods delivered for free with the usual speed they expect from Amazon.

Ryan Flannagan
Ryan Flannagan

Ryan Flannagan is the Founder & CEO of Nuanced Media, an international eCommerce marketing agency specializing in Amazon. Nuanced has sold $100s of Millions online and Ryan has built a client base representing a total revenue of over 1.5 billion dollars. Ryan is a published author and has been quoted by a number of media sources such as BuzzFeed, CNBC, and Modern Retail.

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